Cardfree made its public debut today, revealing a top tier team of industry veterans and $10 million in venture backing.

Cardfree is a white-label mobile merchant platform that businesses can use to manage their entire mobile payment system. There are tools to deliver offers and promotions, accept payments, roll out loyalty programs and engagement campaigns, support for on-premise and advance ordering, as well as data analytics. Cardfree integrates with most major point-of-service systems (POS), and the platform ties together mobile, online, and POS channels.

As mobile commerce continues to speed along, it is increasingly important for brands to have full-featured mobile payment capabilities. Furthermore, merchants can use collected data to inform their product development and marketing campaigns.

At the helm of Cardfree is a veteran in the mobile payments space, John Squire. Squire led deployment of Dunkin Donuts Mobile and served as Senior Vice Presidents of Payments at mFoundry. There, he headed up the Starbucks Card Mobile team which was one of the first mobile wallet initiatives in the U.S. that incorporated retailers, carriers, and financial institutions.